One of the biggest challenges to advertisers wanting to advertise in consumer magazines is the inability to select markets. There are several ways of addressing this issue:

One way is to purchase national consumer magazines within networks that are demographically-targeted. These networks allow advertisers to target by DMA while maintaining a presence in national publications. This is a cost-effective alternative to purchasing consumer magazines nationally for advertisers who target specific markets. Space is available monthly in these networks, which include categories such as: Executive, Home, Women's Fashion & Style, News, Luxury, Men’s Lifestyle and Family.

Another way of addressing this challenge is by purchasing magazines that are state or market-specific. Throughout the United States there are a growing number of titles that fall into this category. They are subscriber-based consumer magazines that are geographically-targeted to one specific metro area or state. These publications reach a defined customer base, representing an excellent opportunity for local and regional advertisers to test the magazine media channel without the risk of purchasing ad space in a national publication. These magazines carry implied local endorsement, since they are fixtures within their local community, and offer local advertisers an excellent environment with which to reach new customers.

Additional advantages provided by consumer magazines include a paid subscriber base and exceptional ad quality. Consumer magazines on the national, regional and local levels provide advertisers with a unique opportunity to reach consumers within a medium that they requested. Whether the magazines are subscriber-based or newsstand-driven, they are typically paid publications, meaning that the consumer requested and paid for the publications in order to receive them. This provides an excellent environment for advertisers due to placement of the ads: they typically run alongside the magazines’ editorial. Additionally, since magazines are usually printed on high quality, glossy paper with four-color processing, advertisers can be assured that their creative will look its best.

Any advertiser looking to target consumers on a local, regional or national level should consider the benefits that consumer magazines offer. These publications are a good media channel for large, national brands, they offer excellent benefits and are accessible to national, direct response advertisers, as well as local and regional advertisers, looking to expand their advertising scope.